Why your creative team should love pre-testing

First things first, what is pre-testing?

Pre-testing is about getting feedback from real consumers on your campaign, product, or brand. It can happen at any stage of development, but we think it's best done early and often. By doing this, you can fine-tune your marketing to better connect with your target audience, leading to a better end result and higher ROI.

Pre-testing has a bad rap thanks to a legacy of long process, random results and crappy concepts for testing #animatics.  It was bad, mad and often made us sad. 

When even Mr Ritson calls pre-testing a ‘no brainer,’ you know it's time to give your agency the reasons why they’d be mad not to. 

10 Reasons to convince your agency pre-testing is awesome

Pre-testing (or just testing your marketing)…

1. Helps improve their consumer understanding and remove any unconscious bias
2. Speeds up decision-making
3. Reduces general ‘hmmm I just don’t like something about it’ guesses
4. Neutral point of reference for design preferences
5. Provides justification for new elements
6. Helps with award entries
7. Takes out the ‘bosses kids’ bias
8. Gives them a chance to push the envelope with new designs to put into testing (low cost, high potential return)
9. Designers & creatives can be PART of the decision making process (if you let them in early)
10. Saves endless do-overs and reworking of designs (which can eat up a LOT of time and margin especially if its a fixed cost project)

Don’t let old-school thinking about pre-testing being intense or an expensive waste of time stop you and your agency from getting on board. Know better. Do better.